Afreen Mirza 
Nov 30, 2024
In a bustling Karachi marketplace where tradition meets innovation, Mirzabhai Online has carved a legacy that bridges the gap between heritage and modernity. What began as a family-run jewellery business at the city's iconic Jama Cloth Market on MA Jinnah Road, has now transformed into Pakistan's most visited jewellery e-store, boasting millions of loyal customers worldwide. At the helm is CEO Ezaan Mirza, a young visionary who continues to honour his family's roots while steering the brand towards a dynamic digital future.
“We're not just selling jewellery; we're shaping a lifestyle,” Mirza shared in an exclusive interview with Gadinsider. Over seven years, his relentless efforts have turned a small-scale operation into a trust-worthy online brand synonymous with quality, service, and affordability.
Building on heritage
Mirzabhai Online's journey is deeply rooted in its manufacturing legacy, a factor that Mirza considers the brand's greatest strength. "Our manufacturing allows us to save production costs, unlike competitors who rely heavily on outsourcing. This helps us offer superior quality at reasonable prices," he explained.
However, not everything can be produced in-house. About 30% of the inventory is outsourced, including the intricate designs of Indian jewellery that customers cherish.
A digital-first approach
The COVID-19 lockdown served as a turning point for the business, forcing it to expand its digital presence aggressively. Live sessions on Facebook allowed Mirzabhai Online to connect with customers in real time, creating a trust that propelled the business forward.
“Before the lockdown, people didn't fully understand e-commerce. Now, social media platforms like Instagram and TikTok are driving traffic like never before,” Mirza noted. The company's strategy now includes targeted ads and consistent content updates, helping it stay ahead of a fiercely competitive market.
Among the most popular products is the Kundan Bridal Set, priced at an attractive Rs3,000. Initially, selling a handful daily, the set now flies off the shelves, with 80 to 90 units sold each day. “Customers see it as a complete package. At that price, they don't feel the need to look elsewhere,” Mirza said.
This blend of affordability and variety has also proven successful in their physical outlets, where customers often walk in for one item and leave with ten.
Challenges of a changing market
Despite its success, Mirzabhai Online faces significant challenges, particularly in navigating Pakistan's evolving retail landscape. With consumers increasingly shifting online, Mirza recognises the growing competition but sees it as an opportunity.
“Traditional methods are fading. If brands don't adapt to digital trends, they risk becoming obsolete in the next five years,” he said.
Internet disruptions, however, remain a persistent hurdle. “We've experienced losses during outages, but we continue to adapt and innovate,” Mirza added while referring to regular internet blockages that are harming the digital economy in the country.
Looking ahead
With plans to expand to Lahore and Islamabad by next year and ambitions for further global reach, Mirzabhai Online is gearing up for its next chapter.
Talking about the use of advanced technology like artificial intelligence (AI), the CEO revealed that the company is also venturing into augmented reality (AR) with Snapchat filters that allow customers to virtually try on jewellery.
“Within six months, we'll be visible everywhere with innovations. It's about staying connected with the customer and evolving with their needs,” Mirza shared.
With a blend of traditional manufacturing, modern marketing, and a keen eye on emerging trends, Mirzabhai Online is not just selling jewellery; it's redefining how Pakistan shops. "The competition is tough, but it's doable," Mirza said confidently.
This resilience and forward-thinking approach make Mirzabhai Online not only a business success but also a source of inspiration for others navigating the evolving landscape of e-commerce.
— Interview transcribed by Sidra Nawaz
